As the new CEO of Ikea Portugal, Laia Andreu, is preparing for future growth while strengthening the brand's relationship with Portuguese customers.
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Ikea has launched its first pop-up store at the Colombo shopping centre in Lisbon, aiming to make the brand more accessible. The store offers 55 Ikea items, mainly focusing on sleep-related products and seasonal offerings. Laia Andreu, who joined Ikea in 2010 and has held various leadership roles, emphasizes that the pop-up format enhances convenience for customers who may not visit the larger Alfragide and Loures stores.
The pop-up store is part of Ikea's broader strategy to innovate and explore new retail formats, with potential future expansion depending on customer feedback. Andreu highlights the importance of continuing Ikea's success in Portugal, focusing on omni-channel retailing and understanding customer needs.